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Ahmad Ashifuddin Aqham
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PUSAT RISET DAN INOVASI NASIONAL UNIVERSITAS SAINS DAN TEKNOLOGI KOMPUTER Alamat: Jl. Majapahit No.304, Palebon, Kec. Pedurungan, Kota Semarang, Jawa Tengah 50199
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INDONESIA
Jurnal Riset Rumpun Seni, Desain dan Media (JURRSENDEM)
Published by Pusat Riset dan Inovasi Nasional
ISSN : 28290283     EISSN : 28290186     DOI : 10.55606
Core Subject : Art,
Arts
Sub Rumpun ILMU SENI PERTUNJUKAN 1 Senitari 2 Seni Teater 3 Seni Pedalangan 4 Seni Musik 5 Seni Karawitan 6 Seni Pertunjukkan Lainnya yang Belum Disebut Sub Rumpun ILMU KESENIAN 1 Penciptaan Seni 2 Etnomusikologi 3 Antropologi Tari 4 Seni Rupa Murni (seni lukis) 5 Seni Patung 6 Seni Grafis 7 Seni Intermedia 8 Bidang Ilmu Kesenian Lain Yang Belum Tercantum Sub Rumpun ILMU SENI KRIYA 1 Kriya Patung 2 Kriya Kayu 3 Kriya Kulit 4 Kriya Keramik 5 Kriya Tekstil 6 Kriya Logam (dan Logam Mulia/Perhiasan) 7 Bidang Seni Kriya Lain Yang Belum Tercantum
Arjuna Subject : Seni dan Humaniora - Seni Visual dan Seni Pertunjukan
Articles 260 Documents
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Pengembangan Strategi Komunikasi Digital Marketing Probetech Dalam Membangun Brand Awareness Melalui Instagram Raisha Maharani; Alfa Taufan Latif; Fikry Fachrurrizal
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 5 No. 2 (2026): Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v5i2.9225

Abstract

This study aims to develop a digital marketing communication strategy for Probetech in building brand awareness through Instagram. Probetech is a company engaged in occupational safety and health (K3) inspection and testing services that recently established itself as an independent brand and faces challenges in strengthening its brand identity in the digital environment. This research used a descriptive qualitative approach through observation, interviews, active participation, documentation, and literature study. SWOT analysis was applied to identify the conditions of Probetech’s Instagram account, while the Integrated Marketing Communication (IMC) concept was used as the main theoretical foundation in formulating the strategy. The results show that the development of the “Probetech Safety Insight” campaign, supported by content pillars, visual guidelines, and content planning, was able to create a more structured and consistent communication direction. The strategy emphasizes educational content, visual consistency, and integrated communication to strengthen the company’s professional image and credibility. The implementation guideline developed in this study also functions as a practical reference for maintaining sustainable brand communication through Instagram.
Strategi Media Relations PT Kimia Farma Diagnostika dalam Mempertahankan Dominasi Pemberitaan Positif di Media Online Fadlan Praditya; Burhanuddin Burhanuddin; Al-May Abyan Izzy Burhani
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 5 No. 2 (2026): Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v5i2.9226

Abstract

The rapid development of online media has made the internet the primary source of public information, including health information, requiring companies to implement effective communication strategies to maintain a positive image and reputation. PT Kimia Farma Diagnostika, as a healthcare service company, faces challenges in maintaining public trust amid the rapid dissemination of information through online media. This study aims to analyze the implementation of media relations strategies by PT Kimia Farma Diagnostika in maintaining the dominance of positive news coverage in online media. The research employed a descriptive qualitative approach using a case study method through observation, in-depth interviews, literature review, and documentation. The results showed that the company implemented media relations strategies through media relationship management, communication strategy development, and media network expansion. These strategies were carried out through routine communication with journalists, press release preparation, media visits, media monitoring, as well as media selection based on audience segmentation and media relevance. The implementation of these strategies supported the dominance of positive and neutral coverage about the company in online media and contributed to maintaining the company’s reputation amid the increasingly competitive development of digital media.
Strategi Pelestarian Tari Remo Oleh Sanggar Seni Denandar di Kota Batu Jawa Timur Aulia Nurulita; Lesa Paranti
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 5 No. 2 (2026): Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v5i2.9227

Abstract

T This study aims to examine the preservation strategies of Remo Dance at Denandar Art Studio, Batu City, by referring to the four elements of cultural advancement, namely protection, development, utilization, and documentation. The study employed a qualitative method with a phenomenological approach to understand the experiences and preservation practices carried out by artists at the community level. Data were collected through in-depth interviews, non-participant and direct observations, and documentation studies, and were subsequently analyzed thematically. The findings indicate that preservation through regular training and the transmission of dance techniques constitutes the most dominant element, while documentation and legal protection remain limited. These findings highlight the strategic role of art studios in cultural transmission and demonstrate the need to strengthen documentation and policy support to ensure the sustainability of Remo Dance preservation in a contemporary cultural context. These efforts contribute to the regeneration of young dancers, increased public appreciation, and the strengthening of local cultural identity. Furthermore, the active involvement of studio managers, instructors, and students plays an important role in maintaining the continuity of traditional artistic practices amid the development of popular culture. This study emphasizes the significant role of art studios as cultural preservation institutions, particularly for Remo Dance, within the dynamics of modern society.
Implementasi Metode AIDA dalam Penulisan Naskah Video Iklan Apartemen Vasaka Solterra Indah Ratna Dewi; Alfi Rahmawati
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 5 No. 2 (2026): Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v5i2.9232

Abstract

This study discusses the implementation of the AIDA (Attention, Interest, Desire, Action) writing technique in the scriptwriting process of advertisement videos for Vasaka Solterra apartments. The study was conducted based on the development of digital media and the increasing use of short video content as a marketing communication medium in the property sector. The purpose of this study is to analyze the application of the AIDA technique in advertising scriptwriting in order to produce persuasive and systematic messages. This study employed a descriptive qualitative approach through observation, active participation, and literature review. The results show that the implementation of the AIDA technique was able to structure the message flow systematically, starting from attracting audience attention, generating interest, creating desire, and encouraging action through a call to action. In educational advertisements, the AIDA technique successfully increased audience awareness of common mistakes in purchasing apartments, while in promotional advertisements, the technique strengthened the connection between lifestyle, audience needs, and property offerings. This study concludes that the AIDA technique can support the quality of short-duration property advertisement video content through persuasive, relevant messages that are aligned with current digital audience preferences, thereby strengthening the quality of marketing communication on social media.
Implementasi Model AISAS dalam Penulisan Naskah Reels pada Instagram @pln.iconplus Siti Ainun Arsy; Alfa Taufan Latif; Fikry Fachrurrizal
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 5 No. 2 (2026): Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v5i2.9289

Abstract

Fierce competition in digital marketing demands creativity in short-form video content. This study aims to analyze the implementation of the AISAS (Attention, Interest, Search, Action, Share) model in writing Instagram Reels scripts for the @pln.iconplus account, using a sample video titled "GRWP! Ayo Ayo Ayo." This study employs a descriptive qualitative approach through theoretical script analysis using the Stimulus-Organism-Response (S-O-R) framework, supported by secondary data from Instagram Insights engagement metrics. The results indicate that PLN Icon Plus successfully converted rigid corporate bureaucratic messages into a tactical and dynamic narrative. In the Attention and Interest phases, the use of Medium Shot techniques and jump cut pacing every 1.5–2 seconds effectively triggered a pattern interrupt to maintain viewer retention. Meanwhile, in the Action and Share phases, humorous elements from popular culture successfully triggered emotional responses that drove organic interactions. The success of this strategy is empirically proven by Instagram Insights data, which recorded 11,600 views, 6,432 reach, 347 likes, 11 comments, 7 saves, and 28 shares, yielding a definitive Engagement Rate (ER) of 6.11%, significantly outperforming the industry average of 1%–3%. The study concludes that integrating the AISAS formula, complying with SOPs, and adapting digital culture in scriptwriting can significantly enhance corporate brand communication effectiveness on social media.
Implementasi Teknik Jump Cut dalam Editing Video Reels Instagram pada Akun PLN Icon Plus Irda Mawar Pratiwi; Alfa Taufan Latif; Fikry Fachrurrizal
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 5 No. 2 (2026): Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v5i2.9290

Abstract

Competition in the information technology industry requires PLN Icon Plus to create innovative communication strategies through Instagram Reels. However, strict internal Standard Operating Procedure (SOP) regulations cause the visual content to be monotonous, overly formal, and distant from social media audiences. This study aims to discuss the implementation of the jump cut editing technique to resolve this issue. The method used is descriptive qualitative with a case study approach. Data collection was conducted through observation, interviews, and document review based on the Stimulus-Organism-Response (S-O-R) theory framework. The results show that using the jump cut technique through extreme clip shortening, fast transitions between talent, instant zoom-ins, and humor-infused text successfully made the videos more interesting and dynamic. These visual changes proved effective in maintaining audience focus and increasing real interactions on Instagram Insights. In conclusion, the jump cut technique is effective in changing stiff corporate content to be more engaging, while still strictly complying with corporate SOP to maintain the company's reputation.
Perbandingan Persepsi Pemilik Jenama terhadap Desain Identitas Visual hasil Generative AI dan Desainer Manusia Mutiara Chandra Nursobrina; Rahina Nugrahani; Muhammad Ariffudin Islam
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 5 No. 2 (2026): Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v5i2.9297

Abstract

Generative Artificial Intelligence (AI) has revolutionized visual design, yet its capability in creating brand identities remains questioned. This study analyzes brand owners' perceptions of logo designs produced by generative AI versus human designers based on an identical design brief. Employing a qualitative approach with a controlled experimental design, this research involved the owner of Cataleya Kitchen, a gluten-free culinary MSME in Semarang, Indonesia. Blind evaluation and post-disclosure reflection sessions were used to assess four logo stimuli: two created by a professional designer and two generated via AI prompting on Adobe Firefly. Data were evaluated using thematic analysis across five dimensions: simplicity, legibility, clarity, brand fit, and memorability. The results indicated that human-designed logos achieved superior ratings in all dimensions, driven by the designer's grasp of color semantics, composition, and emotional resonance. Conversely, generative AI showed significant limitations in cultural contextual understanding, particularly regarding Indonesian culinary culture. This study concludes that the Human-in-the-Loop (HITL) approach offers the optimal strategy for MSMEs seeking authentic visual identities despite resource constraints.
Strategic Bricolage dalam Komunikasi Pemasaran Digital Musicverse untuk Membangun Keterlibatan Audiens Gracia Zephaniah; Suparman Suparman
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 5 No. 2 (2026): Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v5i2.9301

Abstract

This study analyzes the planning and implementation of digital marketing communication strategies by TSP & Co. through the Musicverse program in building audience engagement. The post-pandemic growth of Indonesia's music festival industry has intensified competition among promoters, reflected in 187 festival events in Jakarta throughout 2025 and a 3,872% audience growth by TSP & Co. over the past decade. Using a descriptive qualitative approach, data were collected through observation and in-depth interviews with internal members of TSP & Co. Findings show that Musicverse's planning follows a strategic bricolage pattern, building strategy from available resources and emerging opportunities rather than a rigid IMC framework. Implementation relies on implicit coordination without formal standard operating procedures, sustained through shared understanding across divisions and leadership-driven integration. Platform differentiation emerges as a critical element, with Instagram serving as the brand's official face and TikTok as a space for content exploration. The TSP Squad community network proves strategically vital in regional expansion outside Java, functioning as a local knowledge bridge, trust network, and organic crisis buffer. This study suggests community-based marketing as a sustainable model for building audience loyalty in adaptive creative organizations through flexible IMC coordination.
Intensifikasi Produksi Konten sebagai Strategi Promosi Film di PT Sinemart Indonesia Fasya Hazhiyah; Willy Bachtiar
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 5 No. 2 (2026): Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v5i2.9329

Abstract

This study aims to examine how content production intensification is utilized to optimize social media algorithms as a film promotion strategy at PT Sinemart Indonesia. The research employed a descriptive qualitative approach, with data collected through observation, semi-structured interviews, and documentation. Four informants were selected using purposive sampling techniques. Data collection was conducted during an internship period from January 27 to May 10, 2026. Data were analyzed using the Miles and Huberman interactive model, including data reduction, data display, and conclusion drawing, while source triangulation was applied to ensure the validity of the findings. The results indicate that PT Sinemart Indonesia implements a content intensification strategy by publishing approximately 20 promotional posts per day to maximize algorithmic content distribution opportunities. This strategy is supported by Agenda Setting Theory, which views algorithms as new digital gatekeepers in determining information visibility, Uses and Gratifications Theory, which explains audience engagement based on entertainment and social connectivity needs, and Integrated Marketing Communication (IMC), which emphasizes message consistency across multiple platforms. Beyond content quantity, the study also found that message relevance and platform-specific content adaptation play crucial roles in enhancing promotional effectiveness. The mirroring approach between TikTok and Instagram was considered less effective because it limits optimal algorithmic reach and broader audience engagement.
Marching Band sebagai Media Enkulturasi Nilai Disiplin dan Budaya Prestasi pada Grup Marching Band Simba SD Hj. Isriati Baiturrahman 1 Semarang Ivan Rafif Orvala; Suharto Suharto
Jurnal Riset Rumpun Seni, Desain dan Media Vol. 5 No. 2 (2026): Jurnal Riset Rumpun Seni, Desain dan Media
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurrsendem.v5i2.9330

Abstract

This study aims to analyze the enculturation process of discipline and achievement culture values in the SIMBA Marching Band extracurricular activities at SD Hj. Isriati Baiturrahman 1 Semarang. The study employed a mixed methods approach with a sequential explanatory design, integrating quantitative and qualitative data. The sample consisted of 32 respondents, including students, a coach, and a supervising teacher. Data were collected through questionnaires, interviews, and documentation. The findings indicate that marching band activities function effectively as a medium for the enculturation of discipline, responsibility, teamwork, and achievement-oriented values. Quantitative data show a high level of agreement (84.62%) regarding the effectiveness of the activity in character development. Qualitatively, the enculturation process occurs through structured training systems, the role modeling of coaches, and collective experiences in both practice and competitions. Students’ motivation, which was initially extrinsic, gradually developed into intrinsic motivation through active participation. Furthermore, students demonstrated significant character development, particularly in terms of discipline, self-confidence, responsibility, and teamwork skills. In conclusion, marching band activities serve not only as an artistic practice but also as a strategic medium for comprehensive and sustainable character development among students.

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